Technical Consumer Goods in Germany. What's next?

During IMB 2023, Alexander Dehmel — Head of CSM Germany and Austria at GfK — shared some important data about Germany's market for technical consumer goods. 

 Data shows that while consumer sentiment in Germany recovered in 2023 (although it remains at a low level), is facing setbacks in July.  

In addition, consumers are upgrading less, with the reason people buying products is to replace a fault unit, rather than a desire for something new. 

This results in nearly all sectors suffering from the consumer reluctancy.  

 

Dehmel delved into the latest trends and advancements in electronics and household appliances, shedding light on the significance of convenience, sustainability, and premium offerings.  

 

Premiumization 

 

Higher prices are being paid in key categories, but it’s actually a combination of Premiumization and innovative product features. 

 

Convenience 

 

Sustainability 

• A positive element of technical consumer goods in Germany is that there’s been a rise of products with high Energy Efficiency labels. 
• For example, In the field of washing, almost 60% of currently sold appliances sold are A-labelled. 

 

This is just the tip of the iceberg, to learn more about this, you can download the full presentation here.  

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